I realize that Alexa's hardly the most credible traffic source on the Web. But seriously: We're not really supposed to believe that Asylum is the No. 1 men's site, are we? Males of the Internet, back me up on this one, would you?

So, are media buyers using these same "custom" categories? Uh, no. The buyers out there already have better statistics than what AOL's giving them -- and those show who's really leading the verticals in which the new division operates.

Taken in the context of AOL's plans for MediaGlow, the Time Warner unit is going to be pouring in cash to further develop these properties and to support more sites along this model.

But with the actual success of its properties something of an open question, AOL, as I mentioned before, certainly has its work cut out for it.